Effects of site interactivity and site informativeness on perception of advertisements on social networking sites.

• المؤلفون الرئيسيون: Chua, Benjamin Chun Meng., Goh, Nicholas Boon Choon., Goh, Minsi.
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2011
• الموضوعات: DRNTU::Business::Advertising
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/43841

This study aims to understand how site interactivity and site informativeness can impact perception of advertisements (ad affect and ad content) on social networking sites. In a laboratory experiment, 300 participants were asked to view an advertisement on Facebook pages of varying levels of interac...